Works Cited

Advertising Age Magazine Website.  30 January 2007.           000"Cingular Re-Branding." 18 January 2007.                        000<http://www.adage.com/>.

Argenti Paul. Corporation Communication. Irwin, 00              0        CA: McGraw Hill, 2007.

The AT&T Family of Websites.  1 February 2007. 000                    AT&T/Cingular Merger.12 January 2007 000                             <http://www.att.com>.

Elliott, Stuart.  “AT&T Prepares to 'De-Brand' The Cingular   000 Wireless Name.”  The New York Times (2007): 6.         000 LexisNexis Academic.  NJIT Lib., Newark, NJ.  28        000 January 2007.  <http://www.lexisnexis.com/academic/

000 1univ/acad/default.asp>.

Gershberg, Michele.  “From AT&T To Cingular And Back 0        00   Again.  InformationWeek 1120 (2007): 12-13.  LexisNexis  000 Academic.  NJIT Lib., Newark, NJ.  28 January 2007.   000 <http://www.lexisnexis.com/academic/

     1univ/acad/default.asp>.

Leith, Scott.  “So long, Cingular:  AT&T starts drive to retire 000  cellphone service brand that cost billions to build.”  The 000 Atlanta Journal-Constitution.  12 January 0002007.  29 000  January 2007 000                                                                  <http://www.ajc.com/business/content/printedition/

000  2007/01/12/bizatt0112a.html>.

Contemporary History

“Podcasting on Educational, Engaging Communication Issues"

AT&T's

Re-Branding of

Cingular Wireless

Objectives:

• To discuss how AT&T may successfully approach replacing the young and hip Cingular brand with the AT&T brand---one associated with conservatism and traditionalism.

• To discuss how AT&T's name recognition and extensive pedigree may be used to forge a new image as a company that appeals to a broad constituency--- investors, employees, and the community.

Download Podcast Script (pdf)

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